This interactive outdoor campaign by Lew’Lara\TBWA is a real yawner—which is exactly what the Brazilian agency intended.

The shop set up a digital panel equipped with a motion sensor at São Paulo’s busy Fradique Coutinho subway station at morning rush hour. When commuters approached the sign, the face on the panel would yawn. Naturally, many of the commuters themselves also began yawning—yawning being notoriously contagious, after all—at which point the screen made a product pitch.

In case the sign wasn’t enough of a wake-up call, perky glamor gals arrive on the scene with some product samples. (Watch the clip to savor the big reveal.)